Content Search for Online Shops

How content search boosts your conversion rate

Your shop exists to sell products and build long‑term customer loyalty. Relevant content supports that goal by improving decision confidence and differentiating you from competitors.

Use cases:

• Shop the look: Outfit or makeup pages that let customers add all items directly to cart.

• Shopping by recipe: In grocery, list ingredients with add‑to‑cart.

• Datasheets in B2B: Catalogues, brochures and specs help B2B buyers decide faster.

• DIY tutorials: Guides and videos that educate and inspire.

• Exercise tips: Training advice with directly purchasable equipment and supplements.

• Research Online, Purchase Offline (ROPO): Make opening hours, locations and local offers findable. Learn more about Geo in products: Geo solutions.

Where to feature content in your online shop

Placement depends on your goals and audience. Consider: Which segments need guidance? How do novices search? What information is purchase‑critical?

Best‑practice placements (can be combined):

1. Display content within the search suggestions

Let Suggest act like a store advisor by mixing content links with product suggestions.

How it works in FactFinder NG:

• Backend: Suggest > Whitelist

• Add Whitelist Entry for the target query and provide link (and optional graphic)

2. Redirect queries to content pages

Forward distinct informational queries (e.g., terms, blog, legal) directly to content pages. Avoid hijacking transactional intent.

Content search backend example

How it works in FactFinder NG:

• Backend: Campaigns > Add > Forward

• Define time period and trigger (search term)

3. Feature content directly in the search results

When intent is ambiguous, mix content links into product results so interested visitors can dive deeper while others continue shopping.

How it works in FactFinder NG:

• Backend: Campaigns > Add > Feedback > Add

• Create graphic and text, then position the content within results

4. Create content tabs in the search results

Add a separate section/tab for content so visitors can switch between product and content results.

How it works in FactFinder NG:

• Index CMS content in a separate channel/database

• Render a content results list alongside products per query

Why having a smart search is important for content

Every NG module contributes to better content results:

• Error tolerance: Compensates for typos and understands colloquial synonyms.

• Automatic optimizations: Surfaces the most popular content first and adapts to trends.

• Recommendations (shoppable content): Show related products within content for higher conversion.

• Analytics and A/B testing: Understand how visitors search, engage and buy to optimize journeys.

Making content discoverable is just as important as creating it

Online shops can’t replicate hands‑on experiences, but they can present purchase‑critical information clearly. The investment in content pays off only if it’s findable—then it supports decisions and builds loyalty.

This article is based on a post from the FactFinder Blog with best‑practice examples:

Content Search for Online Shops: Advise and Inspire Your Shoppers – FactFinder Blog